Sending email is easy. Landing in the inbox isn’t
Almost everyone has an email tool and a list. What almost nobody has is a domain with a decent reputation, a template that holds together in Outlook, segmentation that isn’t just “everyone”, and a calendar somebody actually keeps. Email doesn’t fail because of the copy: it fails because of the plumbing.
This is the whole campaign: what gets sent, to whom, looking how, from which domain, and what happens after the click.
How we build it
1. Deliverability first
SPF, DKIM and DMARC set up properly, a sending subdomain kept separate from your corporate one, warm-up if the list has been idle, and a clean-out of bounces and dead addresses. Before writing a word, we fix the pipe it goes out through.
2. Templates and design
A template system in your brand that survives Outlook, Gmail and mobile without falling apart. Dark mode accounted for. Reusable blocks so your team can put a send together in twenty minutes without going through design.
3. Segmentation and calendar
Segments by behaviour and lifecycle stage, not by what someone ticked on a form two years ago. A quarterly editorial calendar with topics, owners and dates, so sending doesn’t depend on somebody remembering on a Thursday.
4. Automated sequences
Welcome, abandoned cart, win-back, post-purchase. Built once, then they work on their own. They typically account for half of email revenue at a fraction of the effort of one-off campaigns.
What changes when this works
- Emails reach the primary inbox, not Promotions and not spam.
- Sequences generate revenue without anyone touching them each week.
- The list stops degrading: valid contacts come in, dead ones go out.
- Reports say what each send earned, not just how many people opened it.
When we don’t recommend this
- If what you need is to decide the exact moment of each send with a per-recipient model, that’s Predictive email, not this. They complement each other, but they aren’t the same thing.
- If the list was bought: we won’t use it, and your domain reputation wouldn’t forgive it either.
- If there’s nothing to say each month. An empty calendar is more conspicuous than silence.
The stack we use
- Mautic, Brevo, Mailchimp or ActiveCampaign, depending on what you already run.
- DNS configuration for SPF, DKIM and DMARC, with aggregate reporting.
- MJML templates compiled and tested in real clients before anything goes out.
- Monthly report with revenue attributed per send and per sequence.